Download Digital Marketing Multiple Choice Questions and Answers and more Exams Marketing in PDF only on Docsity!
DIGITAL MARKETING STUKENT CH. 1-
QUESTIONS & ANSWERS 100% CORRECT
“Reproduction of a mobile application should begin - CORRECT ANSWER B & C only
(-after full optimization of the mobile website -only if the company determines that an app will provide significant benefits to customers beyond the mobile website)"
"Mobile device users typically differ from desktop users in all of the following ways EXCEPT -
CORRECT ANSWER mobile users are more likely to want to make an online transaction"
"Emergency Response - CORRECT ANSWER Press Release
Three Ts:
- timeliness (respond quickly)
- transparency (company should admit wrongdoing)
- training (plan for employees to respond to complaints)"
"Taking it Offline - CORRECT ANSWER The more frequent a brand is associated w/ negative
content online, the higher the likelihood that search engines will rank the negative content higher -Create social profiles for responding to negative customer conversations/comments"
"A double opt-in email capture practice is one that - CORRECT ANSWER sends an email to
confirm the customer's desire to be on the email list" "One way to use an email list segmentation scheme is to send certain emails only to specific
segments. Another way is to - CORRECT ANSWER send emails to the whole list while
changing parts of the content to match segment characteristics."
"A transactional email is - CORRECT ANSWER sent to an individual to update him/her about
a purchase"
"Sending an email to a shopper who has abandoned their shopping cart is an example of -
CORRECT ANSWER a triggered email"
"If I run a retail website that sells sports equipment and I send a broadcast email to my email list advertising a 15% discount on ski helmets, then a user who clicks on the email should be taken to
CORRECT ANSWER a dedicated landing page showing ski helmets with a 15% markdown"
"When a member of our email list clicks an unsubscribe button, they should be taken to -
CORRECT ANSWER a page that unsubscribes the user but allows them to stay subscribed to a
smaller portion of emails and/or asks the reason for unsubscribing"
"Why is social media not free? - CORRECT ANSWER Companies must allocate resources to
managing their social media accounts."
"A video or other content "goes viral" when - CORRECT ANSWER those exposed to it forward
it on to other friends, thus spreading it until it reaches market saturation." "A company wants to be scientific about creating a viral video. It has created a video and estimates the following virality parameters: Pf = .03; N = 500; Pv = .5. If the company is able to get 1,000 people to watch it at the outset, and its parameter estimates are accurate, is the video likely
to go viral? - CORRECT ANSWER Yes"
"For a company like Oracle or Cisco, neither of which sell products online, the purpose of their
social media is likely to be to - CORRECT ANSWER build brand equity."
"Ford's objective in running social media campaigns is to build brand equity rather than increase
online sales because - CORRECT ANSWER their dealers would be upset at having to compete
with online sales."
"Social media content from a company should - CORRECT ANSWER provide value to its
followers"
"IBM's primary goal in its use of YouTube is to - CORRECT ANSWER build its brand equity."
"Which of the following would you NOT see in your LinkedIn Updates? - CORRECT ANSWER
IPO news from industries you are following."
"Advertising on LinkedIn can be very profitable for - CORRECT ANSWER companies
targeting professionals." "In order for 2 computers to communicate via the internet, they must first locate one another.
How do computers locate one another on the internet? - CORRECT ANSWER IP address"
are longer (have more words) are more plentiful (there are more of them)"
"A brand new website should NOT choose target keyword phrases based on - CORRECT
ANSWER Current ranking"
"Nowadays, search engines determine our website's quality based on - CORRECT ANSWER
external links to our site search engine users' behavior toward our webpages from the SERP (search engine results page) spelling and grammar on our site"
"Black hat SEO is any practice that - CORRECT ANSWER search engines frown upon"
"Which of the following might be a paid link (advertisement) on our site? - CORRECT
ANSWER ‹a rel="nofollow" href="http://www.expedia.com/Hotels"›Great Hotel Deals‹/a›"
"PageRank could be easily manipulated by - CORRECT ANSWER creating spam websites
linking to one another" "A page's ranking is determined by both its popularity and its relevance to the searched phrase.
The page's popularity is measured based on - CORRECT ANSWER its link profile as well as
the root domain's link profile." "If my website sells exercise equipment, then a link from ___________ is likely to be most valuable to
me (if all of these sites have similar popularity). - CORRECT ANSWER www.fitnessblog.com"
"Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100
backlinks from 10 different websites because - CORRECT ANSWER search engines consider
link diversity a sign of organic, independent endorsements of a website's content."
"Networking with other website owners can be beneficial to your website's rankings because -
CORRECT ANSWER website owners are more likely to link to sites owned by people they
know." "A manual link-building practice that was once considered standard but is now considered (by
Google) to lean toward black hat is - CORRECT ANSWER guest blogging"
"What would be the HTML code to create a link to cnn.com using the anchor text, "My favorite
news site"? - CORRECT ANSWER ‹a href="http://cnn.com"›My favorite news site‹/a›"
"Which of the following is NOT displayed in a PPC text ad? - CORRECT ANSWER The
destination URL"
"In a PPC text ad, it is a best practice to include which of the following? - CORRECT ANSWER
All of the above (UVP, Call-to-Action, Keywords pertaining to the ad group"
"What does PLA stand for? - CORRECT ANSWER Product Listing Ad"
"Which is the correct formula for calculating CTR? - CORRECT ANSWER
(Clicks/Impressions)*100 = CTR"
"To calculate your ROAS, you must know which of the following? - CORRECT ANSWER Total
ad spend and total revenue"
"Advertisers buy ad space through display ad networks - CORRECT ANSWER A and C (A: So
they dont have to buy ad space from each publisher individually. C: But can pick what types of sites they will allow to show their ad)" "if an advertiser bids a $1.50 CPM, receives 40,000 impressions, and gets 80 clicks, the equivalent
CPC bid would be - CORRECT ANSWER $0.75"
"With the Google Display Network, you can run - CORRECT ANSWER All of the above
(Banner ads and text ads)"
"Which advertiser is going to pay the most per click? - CORRECT ANSWER $2.50"
"The Google Display Ad Planner tells you - CORRECT ANSWER where your target audience is
spending their time online"
"Remarketing ads are displayed: - CORRECT ANSWER After visitors to the advertiser's site
have downloaded a cookie on their browser and they go to a site within the ad network where the advertiser is paying for clicks"
"When compared to a typical online ad campaign, remarketing campaigns typically have -
CORRECT ANSWER higher CTR and higher conversion rates"
"After 100 impressions, ad A has a CTR of 1% and a conversion rate of 100% and ad B has a CTR of
2% and a conversion rate of 0%. Which is better? - CORRECT ANSWER 100 impressions is
not enough data to know which ad is better"
"What technical information about a visitor's computer is NOT known to analytics? - CORRECT
ANSWER Memory"
"What is the most detailed level of geographic information known to analytics? - CORRECT
ANSWER Zip code"
"A "hit" is another term for - CORRECT ANSWER a page view"
"My analytics tells me that last week my site had 3,000 visits but only 2,500 visitors. What
explains this discrepancy? - CORRECT ANSWER Some visitors made multiple visits."
"The 3,000 visits to my site last week resulted in 12,000 hits. What was the average page depth last
week? - CORRECT ANSWER 4"
"A retail site should track conversions by setting up a(n) ___________ goal in analytics. -
CORRECT ANSWER Destination"
"I have a blog and I want to track the engagement of my readers. My blog posts usually take at least 4 minutes to read, and I want to track the percentage of users who read an entire blog post. I
should set up a(n) _____________ goal. - CORRECT ANSWER Time on site"
"KPI stands for - CORRECT ANSWER key performance indicator."
"A media site with lots of written articles should probably use __________ as a KPI, while a media
site with mostly video content should us ____________ as a KPI. - CORRECT ANSWER average
page depth; average visit duration" "Consider the following conversion funnel: Visits: 1000 > Product in cart: 100 > Proceed to checkout: 98 > Entered shipping information: 93 > Entered payment information: 87 > Completed
transaction: 85 - Where should we focus our efforts to increase the conversion rate? - CORRECT
ANSWER Getting visitors to place an item in the cart"
"If we find through analytics that visitors from mobile devices have a 0% conversion rate while
users on a full-size monitor have a 3% conversion rate, we should - CORRECT ANSWER
investigate whether our site is optimized for mobile users."
"Last-click attribution will likely exaggerate the value of traffic that comes from - CORRECT
ANSWER search engines"
"Linear attribution gives credit to - CORRECT ANSWER all prior customer touchpoints that
can be tracked in analytics" "Last week, the 3,000 visitors to my site generated $600 in revenue selling product that costs me
$300. What is the most I should spend on a PPC ad for my website? - CORRECT ANSWER
"Online retailers can and should encourage every customer to sign up for regular emails from the
retailer. In order to avoid spam, the retailer should... - CORRECT ANSWER provide a check
box that is unchecked by default during the check out process for customers to sign up for emails"
"A double opt-in capture practice is one that ... - CORRECT ANSWER sends an email to
confirm the customer's desire to be on the email list"
"How often should a company send emails? - CORRECT ANSWER As often as it can create
valuable content"
"During what time of day should emails be sent? - CORRECT ANSWER When response rate is
highest" "One way to use an email list segmentation scheme is to send certain emails only to specific
segments. Another way is to... - CORRECT ANSWER send emails to the whole list while
changing parts of the content to match segment characteristics"
"A transactional email is ... - CORRECT ANSWER sent to an individual to update him/her
about a purchase"
"Sending an email to a shopper who has abandoned their shopping cart is an example of ... -
CORRECT ANSWER a trigger email"
"If I run a retail website that sells sports equipment and I send a broadcast email to my email list advertising a 15% discount of ski helmets, then a user that click on the email should be taken to ...
- CORRECT ANSWER a dedicated landing pages showing ski helmets with a 15% markdown" "Suppose I send an email with the following characteristics: 25% open rate; 25% click-through rate; 20% conversion rate; $100 average order value. How much revenue can I expect this email
to generate if I send it out to my entire email list of 1000 members? - CORRECT ANSWER
"Copyright - CORRECT ANSWER An exclusive right granted by the federal government
allowing the owner to reproduce and sell an artistic or published work."
-everyone participates in ORM -Companies monitor their brands so they can manage their reputations online -A company should be using all online feedback to improve its products, services, employee training"
"Google Alerts - CORRECT ANSWER Free tool where a user can monitor what;s being said
online about a particular person, topic, company -Users can enter terms they want to monitor (includes: company name, products company produces, company's trademarks, high-level employees) -Monitor: competitor's brands, industry news topics, regulations and laws that affect the company, customer's company names -Prioritize alerts ("company name + fraud" or "company name + scam") -What users can decide: specify type of content they want, language, region/geography to monitor, frequency in which alerts are delivered, # of results they want, receive my email or not"
"Monitor the SERPs - CORRECT ANSWER monitor search results, conduct searches on
brand-related terms Moz.com"
"Top Sites for Negative Content - CORRECT ANSWER 1) Online review sites (Yelp, Zagat)
- Scam reporting sites (Scam.com, RipOffReport.com)
- Online forums (fordforum.com, connectedmoms)
- Press articles (Huffington Post)
- Websites of activist organizations (PETA, world.org)
- Social media sites (FB, Twitter)
- Blogs (PeopleofWalmart, DeltaIsEvil)
- Informational Sites (Wikipedia, Publicrecords.com)"
"Online Review Sites - CORRECT ANSWER Published on sites such as Google+, Yelp,
TripAdvisor, Zagat as well as the e-commerce platform where the product is sold Positive Reviews - improves a company's credibility and improves conversion rates Negative Reviews - can deter customers from doing business with a company, allows the company a chance to respond to restore customer satisfaction and loyalty"
"Scam Reporting Sites - CORRECT ANSWER -Good for SEO
-Rank well for brand names of businesses
-A company should only respond once & then leave it alone (additional updated content will improve Search engine ranking of the negative post) -A company shouldn't mention the brand or product in their response (makes negative pages better optimized for keywords)"
"Online Forums - CORRECT ANSWER -Increase credibility in 3rd party forums is based on a
company's participation in these forums -Wise to have a account that actively participates in these forums -EX: Reddit, brand forums"
"Press Articles - CORRECT ANSWER Company representative should be available to
comment on negative articles or stories with a press@yourcompany.com email address"
"Activist Organizations - CORRECT ANSWER To resolve issues - work with the organization
to change the way its talking about a company/brand online. If this doesn't work, the company must share their side of the story elsewhere"
"Social Media Sites - CORRECT ANSWER A company should make direct contact offline via
phone or email with those that are posting negative things about a brand"
"Blogs - CORRECT ANSWER Most negative content is in comments section. Companies
should respond professionally"
"Information Sites - CORRECT ANSWER Having a company add its own content allows a
company to set the record straight about false reports Rely heavily on User-Generated Content (UGC) -These sites allow others to post content on the website, so they're not held liable for what's being said -Important for companies to monitor what's being said and share the correct, accurate story about what's being shared"
"Creating Positive Content - CORRECT ANSWER Positive content = rank well in SERPs
- Corporate blog
- Corporate website
- Corporate ads
- Social media profiles
- Directory listings
- Charity micro sites
- Customer support sites
- product micro sites
- Cause microsites"
"Online retailers can and should encourage every customer to sign up for regular emails from the
retailer. In order to avoid spam filters, the retailer should - CORRECT ANSWER provide a
check box that is unchecked by default during the checkout process for customers to sign up for emails"
"Companies should plan their content before they begin efforts to attract followers because -
CORRECT ANSWER Both a and b."
"Company X has 2,000 Facebook Likes while Company Y has 10,000 Facebook Likes. Company X's
Facebook efforts might be more successful than Company Y's efforts if - CORRECT ANSWER
Company X's fans are more engaged." "When two people connect on Facebook, they are friends. When a person connects to a company
on Facebook, the person is considered a __________ of the company. - CORRECT ANSWER fan"
"Facebook decides which ads to show based on eCPM, effective Cost Per Mille, which is calculated
as - CORRECT ANSWER bid amount × click-through rate"
"A Twitter handle, the unique identifier of a Twitter account, begins with which symbol? -
CORRECT ANSWER @"
"A hashtag's primary purpose on Twitter is to - CORRECT ANSWER make Tweets
searchable." "A viral strategy that targets "influencers" (key people with a larger-than-average share of
influence) is more likely to work on Twitter than Facebook because - CORRECT ANSWER
some Twitter accounts have a list of followers that is many degrees of magnitudes larger than average."
"The majority of Pinterest users are women because - CORRECT ANSWER it first gained
popularity among the mostly female arts and crafts community." "Two general methods of promoting a brand on Pinterest are (1) to curate Pin boards belonging to
the brand within Pinterest and (2) to - CORRECT ANSWER provide a "Pin it" button on
Pinterest-worthy content on the brand's website."
"The benefit of advertising on YouTube instead of or in addition to television advertising is -
CORRECT ANSWER a greater ability to target smaller, more specialized audiences, the ability
to advertise with a smaller budget, and the ability to achieve conversions immediately."
"The gold standard for business use of YouTube is to create a video that - CORRECT ANSWER
simultaneously entertains and advertises." "Which of the following programming languages is a static, client side language (as opposed to a
dynamic, server-side language)? - CORRECT ANSWER HTML"
"Direct traffic is defined as visitors who.... - CORRECT ANSWER type the URL directly into
their browser's address bar"
"Both paid search traffic and paid referral traffic are the result of - CORRECT ANSWER
online advertisements"
"Unpaid search traffic comes when a user clicks on - CORRECT ANSWER an organic search
result"
"A retail website's conversion rate is calculated as - CORRECT ANSWER Purchases/Visits"
"Which of the following is NOT a way that a media site might measure engagement? - CORRECT
ANSWER Traffic source"
"In general, advertisers are willing to pay more if - CORRECT ANSWER they can more
precisely target potential customers."
"Web browsers process which language - CORRECT ANSWER HTML"
"Which of the following is NOT a weakness of finding internet content through lists of websites
organized by subject matter (versus through a search engine)? - CORRECT ANSWER Lists
can only cover a few websites per subject"
"What is the downside of a search engine based solely on relevance? - CORRECT ANSWER
Websites with little useful content can often earn good rankings"
"Where did the name "PageRank" come from? - CORRECT ANSWER The creator of the
metric, Larry Page, named it after himself" "In the original PageRank formula, when web page A linked to web page B, it passed PageRank to page B. Why was the amount of PageRank that A passed to B divided by the number of outbound
links on page A? - CORRECT ANSWER A link was considered an endorsement, so B only got
part of A's endorsement score if A endorsed multiple pages"
"A reliable strategy for long-term off-site SEO success can be characterized as - CORRECT
ANSWER consistent efforts to generate inbound links from reputable sites."
"How often does Google recalculate Quality Score? - CORRECT ANSWER Every 100 times an
ad is considered for display for a particular keyword"
"Ad Rank takes into consideration: - CORRECT ANSWER A and B (Bid amount and Quality
Score)"
"Which of the following is NOT considered when determining Quality Score? - CORRECT
ANSWER Conversion Rate"
"Which advertiser is awarded the top ad position - CORRECT ANSWER The advertiser with
the highest Ad Rank"
"The second-price auction model - CORRECT ANSWER Charges the highest bidder only a
penny more than the bid of the second-highest bidder"
"The Google Keyword Planner - CORRECT ANSWER B and C (Is relevant, but one should not
expect to pay the exact same CPC as the Planner suggest and Provides data that helps one do keyword research"
"Organizing campaigns can help with all of the following except: - CORRECT ANSWER
Landing page optimization"
"If a keyword has low search volume, you should do which of the following? - CORRECT
ANSWER Consider the CPC and relevance of the landing page to determine if that keyword
should be chosen" "If you bid on the keyword "ipad mini tablet" as a keyword using the [ ] brackets like this: [ipad
mini tablet], your ad will show up - CORRECT ANSWER Only when someone searches for
"ipad mini tablet"" "Which of the following is the correct format for the Modified Broad Match keyword match type?
- CORRECT ANSWER +ipad +mini"
"Publishers that participate in a display ad network - CORRECT ANSWER Get paid each time
an advertiser is charged by the ad network for displaying advertisements on the publisher's site"
